Story-driven Writing

Stories engage

Dan Dougherty
information-age

Dynamic Changes

The world a brand exists in is exciting and dynamic – just like its customers. It’s always been challenging and expensive for brands to capture the imagination of their customers among fierce competition for attention.

The SBA says most small businesses fail because they don’t invest enough in marketing. Local and regional businesses often see marketing as optional, something to do if they have extra revenue. What successful brands know is that communications is the essential part of an operation. It is the only tool that attracts and retains customers.

Now, the 200-year-old model of interruptive advertising and public relations is failing. Use of ad-blocking digital apps and subscriptions to ad-free services like Netflix and Pandora have reached critical mass. And, millennials see the “brag and promise” standard of advertising and PR as BS. So, how do you connect with audiences today? Tell an entertaining story.

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Story Writing

Story-driven marketing converts strategic plans and goals into memorable stories that connect with staff and targets alike.

Art Direction

Art Direction contributes visuals to your brand story to convey your strategy in a memorable and compelling manner. Design, illustration, photography, and videography

Branded Content

Branded content creates more frequent and authentic engagement by wrapping your brand’s purpose in memorable stories. Social media writing, press releases, newsletters, and feature articles.

ten-principles

Key Story Principles

Human nature makes communication difficult and counterintuitive. Even when we communicate directly, it’s the emotion behind the scene that matters. Take seat belt use. “Seat Belts Save Lives” sounds good and is direct, but it didn't increase use. “Click It or Ticket” increased use and achieved the goal of saving lives. Why? We don’t drive around worrying about being in a fatal accident – it seems too unlikely. But, we do worry about getting a ticket. That happens. These ten principles are proven to yield communications that are effective.

Fresh Eyes

Bring a fresh perspective to the core brand story.

Integrate

Integrate strategic & creative thinking.

Connect

Create emotional relationships with customers.

Clarify

Omit secondary messages for single-focus.

Cultivate

Cultivate strategic thought leadership

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Captivate

Capture the imagination of targets.

Resonate

Puncture customer consciousness.

Distinguish

Prompt evaluation with striking symbols of change.

Relate

Maintain brand freshness with ideas.

Engage

Engage in spirited, prolonged conversations.

meet-the-team

Meet the Team

Even with degrees in advertising design and creative writing and 30 years of advertising and public relations writing, Dan continues to refine his skills as a writer. In 2018, he completed Robert McKee's STORY and STORYNOMICS Seminars, plus he's pursuing the MFA in writing. His creative work has received numerous ADDY Awards for Excellence from the American Advertising Federation, plus he maintains memberships in the American Marketing Association, Public Relations Society of America, and the Graphic Artists Guild. Clem is a big dog who takes Dan for creative brainstorming walks.

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Work Samples

Dan has worked with some well-known brands. GM, John Deere, Bombardier, Zodiac, McDonald’s, MasterCraft. This experience has honed his skills to ensure his ideas work. Click the images to see the videos, visit websites, and flip through the collateral.

Living the Dream
Tall Standards
Zodiac Ad

Story-driven writing from the Rocky Mountains!

Convert your business goals into memorable stories.
970 456-3365
POB 1432, Gypsum, CO 81637